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Balmain unveils provocative spring 17 campaign

Balmain unveils provocative spring 17 campaign

Balmain has unveiled a provocative new advertising campaign.

The French luxury brand released the marketing imagery for its latest collection on Tuesday (10Jan17), with the photographs shot by Steven Klein and creative direction attributed to Pascal Dangin.

Giving his so-called Balmain Army favourites a rest, creative director Olivier Rousteing cast supermodels Isabeli Fontana, Natasha Poly and Doutzen Kroes in the womenswear ads.

One of the images shows the models walking down an abandoned California highway wearing super sexy numbers from the latest range, with Poly having a "Free the Nipple" moment as she poses in a sheer black dress holding a megaphone. Another futuristic-themed image shows the trio posing on a desert road in red and green outfits, made from metallic fabrics.

The shots also feature menswear, with models Tony Ward, Gabriel Aubry and Jon Kortajarena all appearing in suits and rocker-inspired jackets.

Speaking about the setting of the shoot, Rousteing says he wanted the backdrop to be unrecognisable.

"We may have shot this campaign on an early winter morning on an out-of-the-way highway in California - but for Steven, Pascal and me, it was important that these powerful images not be easily defined by a place, an hour or a season," he said in a statement. "We capture moments of a mysterious journey of a diverse cast of models, a nomadic Balmain army forcefully moving through an oneiric landscape."

With regards to the megaphones held by models and the speakers which line the highway setting, evocative of a Salvador Dali painting, Rousteing explained that he wanted to refer to the importance of music in his work.

"For me and my generation, music is simply inseparable from fashion," he stated. "Here, the impressive towering speakers that line the mysterious pathway make very clear that ours is a journey that is accompanied with a powerfully invigorating soundtrack, blasting out at top volume, at every step of the way."

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